Abstract

Purpose: This study examines how entertainment characteristics influence consumer engagement, viewing habits, and purchase intent in the expanding live streaming commerce sector. Research Design, Data, and Methodology: This study investigates the effects of five entertainment characteristics (enjoyment, storytelling, comfort, quality, and interactivity) on consumer viewing frequency, acting as mediators of purchase intent. We gathered data from 325 participants via a structured survey, capturing demographic details, user behaviors, and perceptions of live streaming attributes. Results: Enjoyment, comfort, and interactivity increase viewing frequency, reinforcing purchase behavior. While quality was generally valued, its direct and mediating effects varied depending on contextual factors. Conclusions: This study contributes to the theoretical discourse on consumer behavior in live streaming commerce by clarifying the influence of entertainment characteristics such as enjoyment, storytelling, comfort, quality, and interactivity on viewing frequency and purchase intention. The findings provide practical insights for developing engagement strategies that enhance consumer viewing frequency and stimulate purchase behavior.